The Entrepreneur’s Corner

Did you know that right now, someone could be judging your company’s brand based on your email, website content or recent newsletter? After reading each piece, what impression do you think they have: a consistent, well-crafted brand experience or a disjointed story that fails to support any unified purpose?

Whether or not you’re directly involved in your company’s marketing or communications, every touchpoint you offer the marketplace affects your brand’s reputation. At Zuula Consulting, we find that while many companies have a thorough understanding of their visual brand (logos, colors and overall design standards), they frequently overlook another highly important component: the verbal brand.

A verbal brand unites and guides your messages’ content and personality so your audiences cohesively understand your company. From our perspective, an effective verbal brand must address three key components: your brand purpose, brand story and brand voice. Your brand purpose captures the reason why you’re in business and how you’re different than competitors. Knowing these details helps identify your brand story — the unified message expressing your company’s purpose. With those attributes established, you create your brand voice: the tone, personality and key phrases that share your brand story in all communication.

Together, these pieces build a solid brand experience where you reinforce exactly who your company is, what you value and why your audiences need you — with every communication. Without a succinct, powerful verbal brand, you risk confusing consumers with inconsistency, creating doubt about your company’s purpose and strength.

In fact, imagine your business is an actual person. And with every contact, their personality differs: One day they’re soft-spoken and demure; another day, charming and outgoing; and yet another day, abrasive and serious. At first, their inconsistencies confuse you. Eventually, your inability to understand them makes you question whether they’re dishonest. With distrust embedded, you now avoid seeing them at all.

The same goes for a business.

By communicating unified, accurate messages about your company, you fuel trust — and understanding of your brand — to consumers. When your company consistently meets (and exceeds) that trust, you develop solid brand loyalty.

And in today’s environment, trust is not easy to come by. According to the Harvard Business Review, 62 percent of adults in 20 countries trust corporations less since the recession hit. Diminished trust ultimately leads to lower brand value. Decrease the brand value, and you’re constantly challenged to differentiate yourself and reinforce your purpose.

So, in our time-crunched, recession-wary world, how do you effectively communicate value while engaging your audiences so they trust what you provide them?

Start by ensuring a common understanding unites all your communication with brand-focused messages that speak directly to your target market’s unique needs. For in the end, if you can’t move the market to choose your company over another, you risk losing them altogether. And when you look at companies with amazing loyalty behind them, such as Apple and Disney, your brand — and your customer’s experience — has the ability to last a lifetime.

Deanna Lorianni is co-owner and principal of Zuula Consulting, a writing firm specializing in verbal branding, copywriting and writing coaching. Contact her by e-mailing .(JavaScript must be enabled to view this email address), calling (804) 308-3194 or visiting http://www.zuulaconsulting.com.
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West End apartment fire injures 1


SEPT. 25, 10:30 A.M. – A West End apartment fire injured one person Sunday afternoon.

The fire broke out in the third floor of the Chase Gayton apartment complex in the 10 block of Chase Gayton Drive, near the intersection of Gaskins Road and Quioccasin Road, at about 1:20 p.m. Sept. 24. > Read more.

Crime Stoppers’ Crime of the Week: Sept. 25, 2017


Crime stoppers needs your help to solve a double homicide that occurred in the City of Richmond in June of this year.

On Wednesday, June 7, at approximately 9:53 p.m., Richmond police officers responded to several calls for random gunfire in the 3600 block of Decatur Street. They arrived and found the victims, two males, Christian Singleton and Ketron Wells. The victims were outside on the ground lying near each other. Both victims had received fatal gunshot wounds. > Read more.

Richmond Astronomical Society to present night sky astronomy at Libbie Mill, Varina libraries


The Richmond Astronomical Society and Libbie Mill Library will host a presentation about the night sky and its astronomy Sept. 28, from 7 p.m. to 9 p.m.

Attendees will enjoy amazing views of the moon and other celestial objects with high-quality telescopes operated by members of the Richmond Astronomical Society. Guests will be able to see craters and seas on the surface of the moon with clarity and detail. > Read more.

Henrico home sales continue on strong pace


The number of homes sold in Henrico County in August rose 10 percent when compared to the same month last year, according to data compiled by Long & Foster. The average sale price of those homes – $239,975 – also rose, by about 4 percent when compared to the same average sale price in August 2016.

Henrico's jump in the number of homes sold was the largest in the Richmond region, though average sales prices in Chesterfield (8 percent increase) and Richmond (12 percent) jumped by higher amounts when compared to last August sales. > Read more.

Thoracic surgeon is first to perform 100 robot-assisted lobectomies in Central Virginia


Graham M. Bundy, a thoracic surgeon with HCA Virginia Physicians’ Cardiothoracic Surgical Associates, is the first such surgeon in Central Virginia to perform 100 minimally-invasive Da Vinci robot-assisted lobectomies (a surgical procedure to remove a lobe of the lung). The procedure is used to treat multiple types of conditions but is most often used to treat lung cancer. > Read more.

Henrico Business Bulletin Board

September 2017
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The second annual Trey’s Avengers Cornhole Tournament will take place at 1 p.m. at Hurley’s Tavern in Innsbrook. The tournament is a 32-team double-elimination cornhole tournament with all entry fees going to juvenile diabetes research. Two players per team. Entry fee is $50 per team. Each player will receive a drink ticket good for a beer, rail drink or soda. Prizes will be given to first and second place winners. Spectators are welcome and a special kid’s cornhole area will be set up. Trey's Avengers is a family fundraising team for the JDRF One Walk in Richmond, Va. To register or donate, visit http://www.TreysAvengers.com. Full text

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